Page 26 - ELG2009 Sep Issue 472

UK LANGUAGE CENTRES
Covid killed summer course

status quo, says new ST EDMUND’S COLLEGE

St Edmund's director

Mike Pengelly believes it’s time to change the

traditional summer school business model

his was the summer that summer “The old proverb of ‘don’t put all of your
school didn’t happen. Day camps did eggs in one basket’ seems incredibly
well with local kids in southern pertinent,” he points out. Mike Pengelly
TEurope, a few students made it to This principle should seep into every
Malta, but Covid-19 put paid to most aspect of a summer school. Using agents as year, in every course and from every
language travel. an example, Pengelly asks, “would you rather nationality is simply, “I want to meet more
For Mike Pengelly, new summer school one agency sends you thirty students or five students from more countries,” says Pengelly.
director at St Edmund’s College, one of our agencies each send you six students?” Residential summer schools usually last for
top-ranking boarding school providers, it was “If that one agency goes out of business or weeks, which enables a student community
a dramatic introduction to his new role. is based in a country that can’t fly to the UK to form. Even if students attend different
Coming from a background of running due, for example, to Covid-19, that’s a academic courses, so many elements are
university events and summer schools, he was substantial drop in student numbers and a big shared – accommodation, meals, excursions –
shocked by the homogeneity of the sector. ‘hole’ in your budget.” that all students can benefit from the truly
“Locales, quality and prices vary multicultural nature of these programmes.
dramatically but the business model remains As well as the obvious ‘student-experience’
the same – English language content mixed The reliance on and social benefits, the opportunity for
with off-site excursions and on-site activities one market, one English language learners to mix with native
with the focus very much centred on the English speakers every day will have a hugely
English language sessions,” he told us. product and one positive impact on their language skills and
“The reliance on one market, one product their confidence.
and one business model is incredibly risky business model is And then there are the business benefits.
and, in my opinion, bad business.” incredibly risky and, “Opening your doors to native English
His conclusion after Covid-19 is that, “A speakers just increased the potential
more modern, diverse and (dare I say it) in my opinion, bad customer base for you and your recruitment
commercial attitude is needed if many of
agents by millions!”
A FANTASTIC PLACE TO these summer schools are to survive.” Spreading the risk also means increasing boarding school. Such schools have huge
business.
Of course, Pengelly works for a British
Most providers see the product as the
LEARN, EXPLORE schools are “complex ‘events’ with far more the range of products. Why only offer an surrounded by lush green playing fields,
appeal, and are, palatial campuses
language courses, but for Pengelly summer
moving parts than just classes.”
historic buildings perfect for those social
English language course when you could add
He reels off the areas. There are staff
day camps for UK students, online options,
media selfies, plus they are usually situated
recruitment and training, off-site excursions,
sports camps, and more.
away from busy cities in a self-contained
& CREATE on-site activities, pastoral care and a 24/7 reliance on one core market, one product environment where parents can feel
Pengelly is clear that, “Limiting the
programme. Not to mention marketing and
confident of their child’s safety.
recruitment campaigns.
In this new Covid-19 world, the perceived
and (to be blunt) overseas students, needs to
happen if we’re to remain competitive and
safety of self-contained boarding schools is an
“The idea that the classroom rules this
scenario is naïve and outdated.”
“After over 15 years in the education sector
selling point.
Covid-19 showed that too many summer viable post-pandemic.” obvious advantage and ultimately a huge
schools have ignored the importance of and 10 years building, then running multiple “Maybe I’m doing summer schools a
Our historic campus offers modern facilities and state of the art education mitigating risk or realised that to avoid losses summer schools, the single most recurring disservice by suggesting they haven’t ‘moved
you need to spread your risk. piece of student feedback I have seen every with the times’, aren’t commercial enough and
in a magnificent country setting at one of the UK’s leading Summer Schools. are slow to adapt to change,” admits Pengelly.
ST EDMUND’S COLLEGE for their students and Covid-19 has caused
“Some providers do offer a variety of options
many to now offer online courses, too.”
Ultimately, he believes the coronavirus
Telephone: +44 (0)1920 824348 pandemic has shone a light on the summer
school sector and sped up the evolution of
Email: summer@stedmundscollege.org the sector.
“One thing I do know for sure is that the
Website: www.stedmundscollege.com summer school status quo has ended and the
St Edmund’s College Summer School will be
stepping out of the crowd to offer more
@StEdmundsSummer diverse and modern choices to its customers,”
says Pengelly.
St Edmund’s College Will other summer schools follow his lead?
editorial@elgazette.com 27